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PROJECT REPORT

ON

STUDY OF INTERNATIONAL FOOTWEAR BRANDS IN THE EMERGING INDIAN MARKETS

(A CASE STUDY OF PUMA)

 

SUBMITTED BY

 

NAME…………..

ROLL NO.: …………….

                                  

 UNDER THE SUPERVISION

…………………

 

Submitted in partial fulfillment of the requirements for qualifying

Post –Graduate Diploma in International Business Operation (PGDIBO)

 

May, 2016

 

BONAFIDE CERTIFICATE

This is to certify that the project titled STUDY OF INTERNATIONAL FOOTWEAR BRANDS IN THE EMERGING INDIAN MARKETS:- A CASE STUDY OF PUMA is an original work of the Student and is being submitted in partial fulfillment for the award of the “Post –Graduate Diploma in International Business Operation (PGDIBO)of SIKKIM MANIPAL UNIVERSITY.  This report has not been submitted earlier either to this University or to any other University/Institution for the fulfillment of the requirement of a course of study.

 

SIGNATURE OF SUPERVISIOR                             SIGNATURE OF STUDENT                  

Place:          New Delhi                                       Place: New Delhi

Date : :    /     /2016                                             Date : :    /     /2016                  

 

 

ACKNOWLEDGEMENT

With Candor and Pleasure I take opportunity to express my sincere thanks and obligation to my esteemed guide …………….. It is because of his able and mature guidance and co-operation without which it would not have been possible for me to complete my project.

It is my pleasant duty to thank all the staff member of the computer center who never hesitated me from time during the project.

Finally, I gratefully acknowledge the support, encouragement & patience of my family, and as always, nothing in my life would be possible without God, Thank You!

 

 

NAME…………………..

ROLL NO. ………………..

 

 

 

DECLARATION

 

I hereby declare that this project work titled STUDY OF INTERNATIONAL FOOTWEAR BRANDS IN THE EMERGING INDIAN MARKETS:- A CASE STUDY OF PUMA  is my original work and no part of it has been submitted for any other degree purpose or published in any other from till date.

 

 

NAME…………………….

ROLL NO. ………………..

 

 

 

 

 

ABSTRACT

 


 

TABLE OF CONTENTS

 

CHAPTER                            CONTENTS                                           

                                   

Certificate …………………………..………………………..

Acknowledgement…………………….…………………..…

Declaration…………………….……………….…………….

Executive Summary………………………………………….

Title of the Project……………………………………………

 

  1. Introduction  to the study………………..……..……………..
  • Company Details…………..……………….………….…
  1. Review of Literature…………………………..…….….……
  2. Objective of the Study….…………………………..….……
  3. Research Methodology ………………………….…….……
  4. Data Analysis and Interpretation…………………….….….
  5.  Findings and Recommendation…………………………….
  6. Conclusion ………………………………………..….….…

References………………………………..………………………………….

Annexure………………………………………………………………..……….

Questionnaire.………………………………………………………………..

 

 

 

STUDY OF INTERNATIONAL FOOTWEAR BRANDS IN THE EMERGING INDIAN MARKETS

(A CASE STUDY OF PUMA)

 

 

 

 

CHAPTER – 1

 

INTRODUCTION TO THE STUDY

 

Indian market is one of the fast booming markets in the world. It attract most of the Indian and international company towards them. Due to the globalization most of international branded company inter in the Indian market and increase the competition between them. There are different international competitors who are present in the Indian market like Lee, Levi’s, PUMA, Nike, Mc Donald, Dominos, Elle etc. These companies try to attract most of Indian customer. Most of the Indian people prefer imported stuff because they think imported company provided better look and they charge lower prices but in the case of Shoes and Garments it’s not like that. The study of consumer behavior is the most important factor for marketing of any goods and services.

 

 

 

COMPANY DETAILS

 

We are committed to working in ways that contribute to the world by supporting creativity, sustainability and peace and by staying true to the values of being Fair, Honest, Positive and Creative in decisions made and actions taken.

The foundation for our activities is PUMAVision – a concept that we intend to guide our work with its three core programs PUMA.Creative, PUMA.Safe and PUMA.Peace.

 

 

Registered Office: Herzogenaurach, Germany

Official Company Language:

English

Stock:
The PUMA share is listed for official trading on the Frankfurt and Munich stock exchanges. It is trading in the Prime Standard Segment and the Mid-Cap Index MDAX of the German Stock Exchange (Deutsche Börse).

 

Shareholders (as of 08/03/2011):

79.9 % PPR Group (Main Shareholder)

20.1 % of the PUMA shares in free float.

 

Administrative Board:

The Administrative Board consists of nine members, six of whom represent the interests of the shareholders while the remaining three represent the employees from Europe.

 

Jochen Zeitz (Chairman)

Chief Executive Officer of the Sport & Lifestyle Group of PPR S.A., Paris, France

 

François-Henri Pinault (Deputy Chairman)

Chairman of the Board and CEO (Président Directeur Général) of PPR S.A., Paris, France.

 

Thore Ohlsson

President of Elimexo AB, Falsterbo, Sweden

 

Jean-François Palus

Deputy Chief Executive Officer and Chief Financial Officer (Directeur Général Délégué/Directeur Financier) of PPR S.A., Paris, France

 

Grégoire Amigues

Director Planning and Strategy (Directeur du Plan et de la Stratégie) of PPR S.A., Paris, France

 

Michel Friocourt

Director Legal (Directeur Juridique) of PPR S.A., Paris, France

 

Bernd Illig (Employee Representative)

Specialist IT User & System Support of PUMA SE, Herzogenaurach, Germany

 

Martin Köppel (Employee Representative)

Administrator IT Microsoft Systems of PUMA SE, Herzogenaurach, Germany

Victor Fernandes (Employee Representative)

Software Developer of PUMA France SAS, Strasbourg, Franc

 

 

CHAPTER – 2

REVIEW OF LITERATURE

 

The literature for review to be collected from secondary sources such as magazines, articles, reports, budgets, news paper etc to highlight the problems and findings of the study done by many research and business professionals.

 

Doherty, Anne Marie 2000

 

Research on the internationalization of retail firms has focused on many diverse themes such as the motivations for internationalization, individual company experiences and the direction and extent of international retail activity. One particular aspect of the retailer internationalization process that has remained relatively under researched is entry mode choice. Furthermore, while research on fashion retailing is increasing, the internationalization of the sector has been largely neglected in the literature. .

 

A consumer, making a purchase decision will be affected by the following three factors:

  1. Cultural and sub culture Factor
  2. Social Factor 3.Personal Factor

 

Christopher M. Moore, John Fernie, Steve Burt, (2000)

 

CHAPTER – 3

OBJECTIVES OF THE STUDY

Fixing the objective is like identifying the star. The objective decides where we want to go, what we want to achieve and what is our goal or destination.

1.     To study the customer perception & awareness towards the International Footwear brands of puma.

  1. To find the level of customer satisfaction for International Footwear brands in the Indian Markets.
  2. To know the main factor which motivates customer to buy international Footwear brands?
  3. To know the main source of awareness in them about the international footwear brands.
  4. To study the influence of international brands on Indian young group.

 

Scope:

My scope of study is very wide. The study will also find the international footwear brands in the emerging India markets.

 

 

CHAPTER – 4

RESEARCH METHODOLOGY

 

METHODOLOGY ADOPTED:- This research is aimed at studying the project of International Footwear Brands in the Emerging Indian Markets.

RESEARCH DESIGN:-  The research design used in this study was both ‘Descriptive’ and ‘exploratory’.

DATA COLLECTION METHODS:

The data was collected using both by primary data collection methods as well as secondary sources.

 

PRIMARY DATA: Most of the information was gathered through primary sources’. The methods that were used to collect primary data are:

  1. Questionnaire
  2. Interview

 

SECONDARY DATA: The secondary data was collected through:

  1. Text Book
  2. Magazines
  3. Journals
  4. Internet

SAMPLE SIZE:  100

 

SAMPLING TECHNIQUE:

The selection of respondents was done on the basis of convenience sampling (Non- Probability).

STASTICAL TOOLS:

The tools used in this study were MS-EXCEL, MS-WORD. MS-EXCEL was used to prepare pie- charts and graphs. MS-WORD was used to prepare or write the whole project report.

METHOD USE TO PRESENT DATA:

Data Analysis & Interpretation – Classification & tabulation transforms the raw data collected through questionnaire in to useful information by organizing and compiling the bits of data contained in each questionnaire i.e., observation and responses are converted in to understandable and orderly statistics are used to organize and analyze the data:

  • Simple tabulation of data using tally marks.
  • Calculating the percentage of the responses.
  • Formula used = (name of responses / total responses) * 100

REPORT WRITING AND PRESENTATION

Report Encompasses – Charts, diagrams

AREA OF STUDY: 

International footwear brands (Puma)

 

LIMITATION OF THE STUDY:

The report may be beneficial to company. But there are some limitations of the study:-

  • The size of the research may not be substantial and it is limited to area.
  • There may be lack of time on the part of respondents.


 

 

CHAPTER – 5

 

DATA ANALYSIS AND INTERPRETATION

Q1. Do you agree that Puma footwear is good compare to any other international brand?

TABLE -1

Criteria Frequency Percentage
Strongly Agree 20 20%
Agree 26 26%
   Disagree 6 6%
Strongly Disagree 3 3%
Neutral 45 45%

 

ANALYSIS & INTERPRETATION

As per shown in the above pie graph, 45% of respondent Neutral that Puma footwear is good compare to any other international brand, 26% of respondent said agree, 20% of respondent strongly agree, 6% of respondent said disagree and 2% of respondent said  strongly dissatisfied.

 

Q2. How did you get to know about Puma footwear brands?

TABLE -2

Criteria Frequency Percentage
Through friends 48 48%
Through relatives 24 24%
Advertisements        16      16%
Internet        4       4%
Window shopping         8        8%

 

ANALYSIS & INTERPRETATION

As per shown in the above pie graph, 48% of respondent get to know about Puma footwear brands through their friends,24% of respondent get to know about Puma footwear brands through relatives, 16% of respondent get to know about through Advertisements, 4% of respondent get know through Internet and other 8% of respondent know through Window shopping.

Q3. Is this your first purchase from Puma footwear? Please rate it.

TABLE -3

Criteria Frequency Percentage
Totally satisfied 11 11%
Partially Satisfied 31 31%
Satisfied 49 49%
Not Satisfied 6 6%
Totally Dissatisfied 3 3%

 

ANALYSIS & INTERPRETATION

As per shown in the above graph, 49% of respondent satisfied to their first purchase from Puma footwear, 31% of respondent said Partially Satisfied, 11% of respondent said Totally satisfied, 6% of respondent said Not Satisfied and 3% of respondent said Totally Dissatisfied.

 

Q4.   Do you agree that Puma footwear have high quality and creative standard?

TABLE – 4

 

Criteria Frequency Percentage
Strongly agree 27 27%
Agree 46 46%
Neutral 21 21%
Disagree 6 6%
Strongly Disagree 0 0%


ANALYSIS & INTERPRETATION

As per shown in the above graph, 46% of respondent agree that Puma footwear have high quality and creative standard, 27% of respondent Strongly agree, 21% of respondent Neutral, and 6% of respondent Disagree

 

 Q5.  How often do you go to buy footwear from a Puma store?

TABLE – 5

Criteria Frequency Percentage
Occasionally 20 20%
Monthly 6 6%
Seasonally 56 56%
During Sales promotion 16 16%
Any other reason 2 2%

ANALYSIS & INTERPRETATION

As per shown in the above pie graph, 56% of respondent said Seasonally they go to buy footwear from a Puma store, 20% of respondent said Occasionally, 16% of respondent said During Sales promotion, 6% of respondent Monthly and 2% of respondent said Any other reason.

Q6. How long have you been purchasing the Puma items?

 

TABLE – 6

Criteria Frequency Percentage
6 months 18 18%
1-3 years 70 70%
More than 3 years 12 12%

ANALYSIS & INTERPRETATION

As per shown in the above graph, 70% of respondent have been purchasing the Puma items  from last 1-3 years, 18% of respondent purchasing the Puma items from 6 months, and  12% of respondent more than 3 years.

 

Q7.  Do you recall any banner/ad related to particular Brands?

 

TABLE -7

Criteria Frequency Percentage
Yes 34 34%
        No 66 66%

 ANALYSIS & INTERPRETATION

As per shown in the above graph, 34% of respondent think recall any banner/ad related to particular Brands and  66% of respondent don’t think like that.

7A. If ‘yes’ where did you see it;

 

TABLE – 7 A

Criteria Frequency Percentage
T.V. 8 8%
Magazine 24 24%
Outside an outlet 58 58%
Billboard 4 4%
Internet 6 6%

 

ANALYSIS & INTERPRETATION

As per shown in the above pie graph, 58% of respondent feel Outside an outlet they see particular brand, 24% of respondent  see this in Magazine,  8% of respondent  on TV, 6% of respondent  on Internet and  4% of respondent see this brand on Billboard.

 

Q8.  Do you feel Puma is convenient and the best place for purchasing when in emergency? Rate the given statement.

 

TABLE – 8

Criteria Frequency Percentage
Strongly agree 14 14%
Agree 46 46%
Neutral 24 24%
Disagree 7 7%
Strongly Disagree 3 3%

 ANALYSIS & INTERPRETATION

As per shown in the above pie graph, 49% of respondent feel agree that Puma is convenient and the best place for purchasing when in emergency, 27% of respondent Neutral, 15% of respondent Strongly agree, 7% of respondent Disagree and  3% of respondent said strongly disagree.

 

Q9. Why do you prefer International footwear brands?

TABLE – 9

Criteria Frequency Percentage
Quality 36 36%
Comfort 22 22%
Designs 30 30%
Customer satisfaction 8 8%
Price 4 4%

 ANALYSIS & INTERPRETATION

As per shown in the above pie graph, 36% of respondent feel quality prefer International footwear brands, 30% of respondent  feel Designs prefer International footwear brands, 22% of respondent  feel Comfort,  8% of respondent  feel Customer satisfaction, and only 2% of respondent  feel Price.

 

Q10.  How much you satisfy with the usage of International footwear brands of Puma?

TABLE – 10

Criteria Frequency Percentage
Strongly Satisfied 20 20%
Satisfied 46 46%
Neutral 24 24%
Dissatisfied 6 6%
Strongly Dissatisfied 4 4%

ANALYSIS & INTERPRETATION

As per shown in the above pie graph, 46% of respondent satisfy with the usage of International Footwear brands of Puma, 20% of respondent  Strongly Satisfied with the usage of International Footwear brands of Puma, 24% of respondent Neutral,  8% of respondent  Dissatisfied, and only 4% of respondent  Strongly Dissatisfied.

Q11. Are you satisfied with services and goodwill of Puma footwear and company?

TABLE – 11

Criteria Frequency Percentage
Totally satisfied 19 19%
Partially Satisfied 38 38%
Satisfied 29 29%
Not Satisfied 10 10%
Totally Dissatisfied 4 4%

 ANALYSIS & INTERPRETATION

As per shown in the above pie graph, 38% of respondent Partially Satisfied with services and goodwill of Puma footwear and company, 29% of respondent said Satisfied, 19% of respondent said Totally satisfied, 10% of respondent said Not Satisfied and 4% of respondent said Totally Dissatisfied.

Q12. Do you satisfied with Puma footwear brand rates?

TABLE -12

 

Criteria Frequency Percentage
Totally satisfied 26 26%
Partially Satisfied 39 39%
Satisfied 18 18%
Not Satisfied 12 12%
Totally Dissatisfied 5 5%

 ANALYSIS & INTERPRETATION

As per shown in the above pie graph, 39% of respondent Partially Satisfied with Puma footwear rates, 18% of respondent said Satisfied, 26% of respondent said Totally satisfied, 12% of respondent said Not Satisfied and 5% of respondent said Totally Dissatisfied.

Q13. How likely are you to recommend Puma footwear brands to a friend or colleague?

 

TABLE -13

Criteria Frequency Percentage
Very Likely 32 32%
Somewhat Likely 42 42%
Neither Likely nor Unlikely 18 18%
Somewhat Unlikely 8 8%
Very Unlikely 0 0%

ANALYSIS & INTERPRETATION

As per shown in the above pie graph, 42% of respondent somewhat likely to recommend Puma footwear brands to a friend or colleague, 32% of respondent Very Likely to recommend Puma brands to a friend or colleague, 18% of respondent Neither Likely nor, and 8% of respondent Somewhat Unlikely.

 

 

CHAPTER – 6

FINDINGS AND RECOMMENDATION

 

The findings of the study of “STUDY OF INTERNATIONAL FOOTWEAR BRANDS IN THE EMERGING INDIAN MARKETS: A CASE STUDY OF PUMA”.

  1. As per the outcome of the study 45% of respondent Neutral that Puma footwear is good compare to any other international brand, 26% of respondent said agree, 20% of respondent strongly agree, 6% of respondent said disagree and 2% of respondent said strongly dissatisfied.
  2. From the outcome of the study it is evident that 48% of respondent get to know about Puma brands products through their friends, 24% of respondent get to know about Puma brands products through relatives.
  3. As per the outcome 49% of respondent satisfied to their first purchase from Puma footwear.
  4. As per the outcome of the study 46% of respondent agree that Puma footwear have high quality and creative standard, 27% of respondent strongly agree, 21% of respondent Neutral, and 6% of respondent Disagree.

 

Recommendation:

This mere research Recommended that conducted by us is to make the people aware of the international brand in Indian Market.

  1. Customer like best quality product on any price, so company should add latest technology to their products.
  2. After sales services is the area where Indian and International Company can highly satisfy the existing customer, because they can make more customer through their word of mouth. So Company should provide latest and reliable service to their customers.
  3. Customer’s behavior always looks for some extra benefit with purchasing. They demand for affordable price for product and gifts with purchasing.

 

 

CHAPTER – 7

CONCLUSION

From the finding of the research it is evident that the most of the people in the India are interested to using International brand and as they are more concerned with international brand products. This study helps to explain the attitude of many people to the concept of international brand awareness and its value in emerging Indian Market. A need exists for more extensive research in this area so that greater sensitivity in measures of brand awareness can be developed.

 

REFERENCES

  1. Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2010-11
  2. http://www.shemag.com.pk/newsite/2002/de.
  3. http://easyweb.easynet.co.uk/~sohail/mai…
  4. Yuniya Kawamura: Fashion-ology. An introduction to Fashion Studies, Oxford and New York: Berg, 2005, ISBN 1-85973-814-1
  5. Gould, J and Dansk, G (1996). Children’s Preferences for Product Attributes of fashion Pre-Sweetened Cereals. Journal of food Products Marketing, 3(2):19-38.
  6. Grunert, G (2005) Brand quality and safety: consumer perception and demand. Journal of European Review of Agricultural Economics, 32(3):369-391; doi:10.1093/eurrag/jbi011.
  7. Shun, C., Yunjie, X. (2006). Effects of outcome, process and shopping enjoyment on branded products. Electronic Commerce Research and Applications 5(4), 272–281.
  8. Amir, O., Lobel, O. & Ariely, D. (2005). Making consumption decisions by following personal rules. In Ratneshwar, S., & Glen, D. M., (Eds.). Inside Consumption: Consumer motives, goals, and desires. UK, Routledge
  9. Marketing Management by Philip Kotler – Prentice Hall India, 11th edition
  10. Jimenez, Dabrali (26 September 2008). “A New Generation of Lolitas Makes a Fashion Statement”. The New York Times.
  11. http://www.nytimes.com/2008/09/28/nyregion/thecity/28trib.html?_r=2&oref=slogin. Retrieved 13 February 2010.
  12. Ishikawa, Katsuhiko, Gothic & Lolita, Phaidon, 2007, pp 13, 89, 93 et al.
  13. Saramaki, Rinna, “From Boring to Beautiful”, La Vie en Rose, vol 2, pp. 21–24.
  14. For Lolitas of All Styles. Lolita Fashion. Retrieved on 2010-03-24.
  15. Harper, Melissa (27 December 2006). “R.I.P. – Requiem in Phonybrian – Review”. Anime News Network. http://www.animenewsnetwork.com/review/r.i.p-requiem-in-phonybrian. Retrieved 29 March 2010.
  16. Puma biz : Company Overview : History : 1960s, puma, Inc., Retrieved on August 12, 2010.
  17. Sage, Alexandria (June 26, 2008). “Puma profit up but shares tumble on U.S. concerns”. Reuters. Retrieved 2008-07-10.
  18. “Puma sells Bauer Hockey for $200 Million”The Sports Network. February 21, 2008. Archived from the original on 2008-02-25. Retrieved 2008-06-02.
  19. http://www.wwd.com/footwear-news/kohls-aldo-ink-footwear-deal-3121649
  20. Chadha, R., & Husband, P. (2006). The cult of the luxury brand: Inside Asia’s love affair with luxury. London: Nicholas Brealey International.


 

WEBSITES:

Puma.com– PUMA Official Site, one of the leading athletic brands

About.puma.com – PUMA Official Site

Business.com: – The Business Search Engine and Business Directory for Business Information

Wikipedia.org – The online encyclopedia

Management Paradise.com – The online site for study notes

 

NEW PAPER

 

  • Hindustan Times
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QUESTIONNAIRE

Dear respondents:

I am ……………………….. a student doing Post –Graduate Diploma in International Business Operation (PGDIBO) I am underlying a project named “STUDY OF INTERNATIONAL FOOTWEAR BRANDS IN THE EMERGING INDIAN MARKETS:-A CASE STUDY OF PUMA”. So by filling this questionnaire please help me in completing my research project.

 

Name                   : ……………………………….

Age             : ……………………………….

Address      : ……………………………….

Gender       : ……………………………….

Contact No.         : ……………………………….